Grupo Live, which manages the careers of artists, is growing thanks to the diversification of its activities | The average is more

Responsible for the largest share of the holding’s revenues — around 30% of the total — Live Talentos, an agency that deals with the careers of artists, still remains the heart of the activity, even with the diversification made in recent years. “It is from Live Talentos that we organize all career management, from tours to licenses,” explains Aires.

It was precisely from the experience of this core that the group began to create its own structures to respond to the demands that arose in the daily lives of artists. The first expansion came with music production and the creation of studios, publishers and two record labels. According to Mauricio, this facade was born out of practical necessity. “When we internalized the music production process, it was to have more control and agility,” he says. Currently, the holding has a collection of 1,500 published songs and 500 published works, in addition to managing copyrights through APA Edições.

At the same time, the company takes the stage. The group produces its own events, activations, festivals, musicals and cultural projects. Internationalization has also gained momentum with Plus Network, an agency that takes Brazilian DJs abroad and brings international names on tours to Brazil. “We study each market where the artist is relevant and decide whether to sell the show or produce it locally with partners,” explains Aires, who also specifies that this movement is linked to the financing of touring projects through Backstage FIDC, a fund created in partnership with BTG. “It’s another arm that connects artists, producers and investors,” explains the CEO.

Ticket sales and data potential

To connect artists and audiences, Live also created Guichê Live, a ticket sales platform that has already sold more than a million tickets and generated around 100 million reais in cumulative revenue since its creation, in 2022. This front is considered strategic by the group due to its proximity to the consumer journey and the potential of data. “Technology will allow us to better use the information we have at all touchpoints,” says the CEO.

The identification of a gap in the market for medium-sized live performance spaces (accommodating up to 10,000 people) led to the creation of the Venues Br branch. The group has already invested around 250 million reais in the construction of performance spaces in Brasília, Goiânia and Curitiba, with openings planned for the next two years. “There are few places willing to host a show in Brazil, even in major capitals,” says Aires.

A curious front that is developing in Brazil is the link between real estate projects and artists, as in the cases of Fazenda É o Amor, in Goiás, and the Evidências Tower, on the Santa Catarina coast, which use the image and musical repertoire of Zezé Di Camargo and Luciano and Chitãozinho and Chororó, respectively, as a starting point for the design of residential projects. “A project is born from a song and the artist participates in the promotion and design of the adventure,” explains the CEO.